L.A. Rams unveil new logo during news conference

The Rams are returning to Los Angeles and they haven't wasted any time embracing their rediscovered Southern California identity.

The Rams revealed their new logo Friday during the team's L.A. introductory news conference at The Forum in Inglewood. Rams owner Stan Kroenke and Kevin Demoff, Rams Chief Operating Officer, were among those who attended the news conference.

During the conference, Kroenke explained the process behind the team's decision to relocate from St. Louis to L.A.

"It's been a long road back," said Kroenke while tearing up. "We made it."

Earlier this week, NFL owners approved the Rams' relocation. The team will beginning playing in Los Angeles starting next season.